Google, Sony, Amazon and Microsoft pace the technology pack in Harris Interactive's 2008 reputation rankings. Overall, technology and media companies fared well. Sixty-seven percent of Americans had favorable ratings for technology companies, down 6 percent from a year ago, but well ahead of travel and tourism, the No. 2 most positive industry.

The rankings (full report) are based on a survey of 20,483 U.S. citizens. Not surprisingly, financial firms fell off the reputation cliff to the point where only 11 percent of Americans rate them positively (tied with the tobacco industry). Among other odds and ends:

Google was No. 2 overall. It ranks No. 1 among males, people 18 to 39 years old, college educated and those with income of less than $35,000 or more than $75,000.

Apple is 14th overall, but is second among respondents with a graduate degree or higher.

Amazon rated highly in vision and leadership and emotional appeal.

AT&T and Sony two of the three highest reputation jumps in 2008. Wal-Mart had the largest reputation score jump. Best Buy and HP had two of the 8 largest reputation declines in 2008.

Here's a look at the top 60 with the companies in our coverage area highlighted (click to enlarge).